PUTTING SAXX UNDERWEAR ON AMERICAN MEN
#Quantitative #DigitalAnthropology #PositioningStrategy
Situation: The Canadian underwear brand, SAXX, approached NBC for a spot in the Super Bowl and was denied due to the mention of “ball” in their BallPark Pouch innovation. They came to us to help them communicate the benefits of this feature and break into the oversaturated American market.
Listen to spots linked here
Talking about balls is no joke
Problem: We ran a study and found American men rarely talked about their balls, unless it was the butt of a joke. We were surprised to see that men waited several years before replacing old underwear and their most recent pairs were often gifts given to them by their partners.
When we look at the underwear category, there’s a clear lack of communication around balls. Even media goes out of its way to avoid mentioning them.
Shifting Saxx into self-care
Opportunity: We saw the opportunity to make balls an adult talking point that can be shared between partners, shifting SAXX away from the boring underwear category and into self-care. In self-care men spend more time and money on themselves and their partner's opinions impact their wellness decisions.
Provoking men to talk about balls
Outcome: We prompted the creative team to really lean into balls. This resulted in a cheeky, yet sophisticated campaign that provokes men to think twice about how they take care for themselves and their balls.
